7 Business Proposal Writing Tips to Better Convey Your Message

Written by Tachfin

Published onFebruary 13, 2023Updated onApril 3, 2025DiscussionLeave a Comment on 7 Business Proposal Writing Tips to Better Convey Your Message

As a salesperson, your ability to communicate effectively is critical to winning over prospects. While it might feel natural to showcase your expertise and knowledge, sales aren’t made by simply proving how smart you are. Overusing jargon or complex technical language can often have the opposite effect, confusing your prospects rather than impressing them.

Plain language writing, often referred to as plain English, is about writing clearly and concisely so your audience can easily understand what you’re trying to convey. When it comes to business proposals, plain language involves stripping away ambiguity, confusing language, and unnecessary jargon.

Using plain language makes your proposal easier to understand, more memorable, and ultimately easier for the buyer to say “yes.” Here are seven essential tips for incorporating plain language into your proposal writing:

Plain Language Proposal Writing Tips

1. Use Simple, Concrete Terms Instead of Abstract Ones
   We’ve all heard the saying, “Less is more.” Keeping your proposal writing straightforward increases the likelihood that your prospects will grasp your key points. While technical terms and industry-specific language are sometimes necessary, try to limit their use unless you’re certain the reader is familiar with them.

   If you must use complex terminology, always explain it. The goal is clarity, especially when your audience may not be experts in your field.

2. Use Positive Words Instead of Negative Ones
   Positivity promotes clarity and boosts engagement. Even if you’re conveying the same idea, the way you frame it matters.

   For example, instead of saying, “There’s no reason we shouldn’t do this project,” say, “We need to do this project!” The positive phrasing makes your enthusiasm clear and eliminates room for misinterpretation.

3. Use Simple Connectors Instead of Wordy Phrases
   Connecting words are necessary, but overusing them can complicate your message. Simplify your language by choosing straightforward phrases.

   Instead of writing, “For the purpose of this project, and in the event it is determined we require more information, we will assume the role of your customer and conduct an audit of your website,” try:
   “If we need more information, we will conduct an audit of your website from the perspective of your customer.”

4. Use Active Verbs Instead of Passive Ones
   The active voice is direct, clear, and leaves no room for ambiguity. Readers prefer it because it feels natural and ensures clarity about who is performing the action.

   Compare:

   • Passive: “An online campaign was developed that resulted in 400 new monthly subscribers.”

   • Active: “Our team developed an online campaign that brought in 400 new monthly subscribers.”

   The active voice emphasizes your achievements and clarifies responsibility, which is particularly important when defining roles and deliverables.

5. Use Precise Verbs Instead of Abstract Nouns
   Verbs are meant to convey action. Allow them to do their job by choosing clear, specific words.

   Instead of saying, “Our strategy will make an improvement on your sales performance,” simplify to:
   “Our strategy will improve your sales performance.”

   It’s shorter, more confident, and leaves no doubt about the intended outcome.

6. Use Short, Everyday Words Instead of Long, Academic Ones
   If you attempt to sound too sophisticated, you risk alienating your audience. People connect best with language they can relate to.

   Compare:

   • Overly Complex: “Our solution streamlines all facets of the operational ecosystem to facilitate seamless collaboration and enhance customer satisfaction.”

   • Plain Language: “Our solution helps your team collaborate effectively and improve customer satisfaction.”

   Straightforward language is not only easier to understand but also feels more authentic.

7. Use Concise Sentences with One Main Idea
   Overloading a sentence with multiple ideas can be confusing and may cause your message to get lost. Break complex thoughts into simpler, shorter sentences.

   Instead of:
   “Our company offers a full range of marketing services, including content creation, SEO, social media management, and email marketing, all designed to help you reach your audience more effectively.”

   Try:
   “We offer a full range of marketing services, including content creation, SEO, social media management, and email marketing. Our goal is to help you reach your audience more effectively.”

Final Thoughts

The language you use in your proposal has a bigger impact than you might think. By prioritizing clarity and simplicity, you increase your chances of connecting with your prospects and guiding them toward a positive decision.

Proper tone and style can certainly help tailor your message, but clear, direct language is what truly makes your proposal compelling. If your prospects can’t easily understand your message, they won’t be persuaded by it.

Remember, when you have a promising prospect in the pipeline, following these principles can be the difference between winning them over or losing them to someone else with a clearer, more persuasive proposal.